Presentasi sedang didownload. Silahkan tunggu

Presentasi sedang didownload. Silahkan tunggu

Seminar Pemasaran Segmenting, Targeting and Positioning.

Presentasi serupa


Presentasi berjudul: "Seminar Pemasaran Segmenting, Targeting and Positioning."— Transcript presentasi:

1 Seminar Pemasaran Segmenting, Targeting and Positioning

2 Steps in Market Segmentation, Targeting, and Positioning 1.Identify segmentation variables and segment the market 2.Develop profiles of resulting segments Market Segmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s) Market Targeting 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept Market Positioning

3 Segment Marketing Targeting a group of customers who share a similar set of needs and wants.

4 Segmenting Consumer Markets  Geographic  Demographic  Psychographic  Behavioral

5 Demographic Segmentation  Age and Life Cycle  Life Stage  Gender  Income  Generation  Social Class

6 Behavioral Segmentation  Decision Roles  Initiator  Influencer  Decider  Buyer  User  Behavioral Variables  Occasions  Benefits  User Status  Usage Rate  Buyer-Readiness  Loyalty Status  Attitude

7 Segmenting for Business Markets  Demographic  Operating Variable  Purchasing Approaches  Situational Factors  Personal Characteristics

8 Steps in Segmentation Process  Needs-based segmentation  Segment identification  Segment attractiveness  Segment profitability  Segment positioning  Segment acid test  Marketing mix strategy

9 Effective Segmentation Criteria  Measurable  Substantial  Accessible  Differentiable  Actionable

10 Pemilihan Pasar Sasaran (Targeting) * Konsentrasi segmen pasar tunggal * Spesialisasi selektif * Spesialisasi pasar * Spesialisasi produk * Peliputan pasar secara penuh

11 Positioning Adalah tindakan merancang penawaran dan citra pemasaran sehingga menempati suatu posisi kompetitif yg berarti dan berbeda dalam pemikiran konsumen sasarannya.

12 1. Menurut Atribut 2. Menurut Manfaat 3. Menurut Penggunaan 4. Menurut Pemakaian 5. Menurut Pesaing 6. Menurut Kategori produk 7. Menurut Kualitas / harga


Download ppt "Seminar Pemasaran Segmenting, Targeting and Positioning."

Presentasi serupa


Iklan oleh Google